@#*cking brilliant marketing

A couple of alumni at Oberlin College in Ohio started a Web site called (one word modified for discretionary purposes) “Why the f*@#ck should I choose Oberlin?” that’s gone viral in a matter of days, attracting 2,500 posts from alumni and students about why they love the school.

Ex: “Because we have f*&#cking gender neutral bathrooms” and “Because it taught me how to f*&#cking think.” (note: modified)

Its creators say it is basically a love letter to Oberlin. Marketers think it’s brilliant, a mix of edginess and irreverence that fits the campus community, grabs headlines and has viral internet power. Oberlin itself has not endorsed the site but has done nothing to stop it, according to Inside Higher Education.

Of course, the site has its detractors. But they just don’t f*&#cking get it.